Connecting Your Brand With Our Audience
Welcome to Brand-To-Demand Marketing
What is it?
“An audience-focused, full-funnel approach to B2B marketing, leading the customer or prospect from brand awareness to purchase.”
Our Three Step Approach
Taking Your Customers On The Buyers’ Journey To Deliver You Results
Brand Awareness (Audience Acquisition)
Key strategies for Brand Awareness
The majority of buyers say brand is hugely influential in shortlisting the buying process.
Brand Awareness is arguably the most important part of the marketing process, although it’s often under-indexed in terms of focus and spend.
Without prospects recognising your brand name, it’s difficult to drive leads. Good Brand Awareness marketing builds prospects, creates a solid pipeline and sets you up for long-term success. It’s how you pull prospects into the top of your sales funnel.
Remember, the buying journey isn’t linear for most purchasers. Many of them will restart the whole process several times before they find what they want and take action. This is why a consistent, always-on approach to brand awareness is a critical part of any successful campaign.
Trust through Education (Loyalty Acquisition)
Key strategies for Trust
Research suggests prospects will consume multiple pieces of content before making a decision to purchase. Now more than ever, they’re looking online for that information.
So your prospects are aware of your brand. How do you move them from brand-aware prospects to paying customers?
The answer is simple: content.
Good content creates deep connections with prospects, educating and inspiring them. Good content builds trust in your brand. And trust is essential before customers commit to purchasing.
To create quality content aligned with your target audience, you need to address their pain points and demonstrate how to solve their problems. This allows our clients to engage meaningfully with prospects and earn their trust.
In short, good journalistic content moves your long-term prospects generated from your advertising campaigns down the funnel to become solid leads.
Demand (Customer Acquisition)
Key strategies for Demand
You’ve earned the trust of your prospects. You’ve helped them better understand your category and showed how you can solve their problems. Your brand is top-of-mind and the preferred choice of those ready to purchase.
Demand marketing now focuses on converting immediate prospects into your customers.
Remember, not everyone in your funnel will be ready to purchase.
But good demand marketing targets those who are ready to buy, driving them to take action.
Some Of Our Clients
Why Clients Choose Us
- Food & Beverage Media is the largest B2B publisher serving the hospitality, liquor and events industries of Australia. Within a digital, events and print offering that encompasses 13 brands, our mastheads reach over 250,000 decision-makers, who consume our content before making purchasing decisions.
- Our team of experienced journalists provide updates, insights and analysis to help businesses in our target sectors thrive in a competitive landscape.
- We connect suppliers and marketers with this engaged audience of business leaders, enabling companies to deepen their relationships with their customers and prospects, through activity that drives brand awareness, educates prospects and generates leads.
- Alongside our editorial coverage, our journalists create branded content that delivers real engagement for brands as well as benefits for readers.
- Food & Beverage Media’s unrivalled reach and engagement within liquor, hospitality and events allows you to unlock new business opportunities, drive growth, and stay ahead of the competition.
The Power of Story
If content provides the bridge between brand awareness and the decision to purchase, an overarching narrative connects your entire marketing process, seamlessly binding display advertising, content marketing, social media marketing and calls to action. The result is a powerful, coherent message that is both authentic and persuasive.
A strong story will demonstrate a clear message and value proposition. It will speak to your target customers’ needs, educate them and demonstrate the impact of your product or service, creating along the way positive associations that build confidence, trust and excitement in your brand.
Content underpinned by a robust narrative will not just educate and explain; it will also inspire and enthuse, helping your audience resonate emotionally with your brand.
Do it well and you’ll have an army of prospects not just informed and knowledgeable about your brand but excited and inspired by it, loyal to it and willing to champion it and share their excitement with others.
Talk to us today about telling your story to your customers.
Connect directly with the industry professionals who matter most to your business.